Redefining Hosted Buyer Events and Adapting to a Changing Landscape

As We Work Well celebrates its fifth anniversary, founders Monica Helmstetter and Lucy Hugo take a moment to reflect on the pivotal points that have defined the company’s remarkable journey. From its inception in 2019 to the recent expansion into the North American fitness market, We Work Well has continually evolved, setting new standards in the event industry.

Background

In 2000, Monica and Lucy were two friends navigating the corporate world in Boston working together in a media company. Their friendship grew over shared interests in health and fitness, often spending lunch breaks running along the Charles River and unwinding after work with yoga and spin classes at Boston Sports Club. Even as life took them to different corners of the world, their friendship endured.

Whether meeting personally or at business events, the duo consistently prioritized challenging each other through exercise. In 2018, drawing upon nearly three decades of collective experience in the spa and wellness industry, these friends from Europe decided to forge their own path in America. Their mission? To shake up the B2B event world.

The Launch of We Work Well – Where Business Meets Wellness

Fast forward to January 2019, when Monica and Lucy announced the launch of We Work Well, introducing the next generation of hosted buyer events, aimed to redefine the traditional format by incorporating wellness into every aspect of the event experience. The goal was not only to facilitate meaningful business connections but also to inspire attendees to integrate wellness practices into their personal and professional lives.

Pivoting to Virtual Events

Responding quickly to the challenges presented by the COVID-19 pandemic, We Work Well pivoted in May 2020 and introduced We Work Well Virtual, effectively transitioning their concept online. Their premier web-based virtual meeting platform facilitated connections between spa and wellness suppliers and key decision-makers through scheduled virtual one-on-one meetings, education, and networking. Leveraging the challenges of the pandemic and recognizing the potential of their web-based format, Monica and Lucy saw an opportunity to broaden their reach.

Expanding into a new market with We Work Well EMEA

Encouraged by the positive response to their virtual events, and with travel restrictions continuing to hinder conferences and tradeshows worldwide, We Work Well expanded in September 2020 with the launch of We Work Well EMEA, highlighting the growing importance of the wellness industry in Europe, the Middle East, and Africa. The company’s expansion was fueled by its commitment to connecting suppliers and decision-makers globally, even in the face of unprecedented challenges. Based in Europe, Stephen Pace-Bonello joined the team as event director, bringing a wealth of experience in the region. In April 2022, suppliers and key decision-makers from luxury spas across Europe, the Middle East, and Africa gathered in Spain for the first in-person edition of W3Spa EMEA by We Work Well.

Launching W3Hospitality and W3Fit in Europe

October 2021, marked another milestone for We Work Well introducing two new events, W3Hospitality, and W3Fit EMEA, expanding their successful meeting concept into hospitality and fitness. To support this expansion, David Zarb-Jenkins joined as co-founder, bringing over twenty years of experience in the fitness, hospitality, and hosted-buyer sectors. These events, held at The Westin Dragonara Resort in Malta, showcased the company’s ability to adapt to the evolving needs of any vertical it enters. Within two years both events have established themselves as leaders, drawing in the top buyers and suppliers from the UK, Europe, and the Middle East

Bringing W3Fit to North America

In September 2023, We Work Well further expanded its portfolio with the addition of W3Fit North America set to take place at Estancia La Jolla Hotel & Spa in California later this year. With the intersection of fitness and wellness reshaping the traditional approach to gyms and clubs, the program, focused on fostering genuine business connections and enhancing overall well-being, further advances the company’s dedication to delivering innovative programs that resonate with its audience.

Looking Ahead

As We Work Well continues to push boundaries, launch new events, and redefine the event landscape, Monica Helmstetter and Lucy Hugo remain dedicated to their mission of connecting industry leaders, fostering authentic relationships, and promoting the integration of wellness into every aspect of business and life. As they look back on five years in business with gratitude to the many individuals who have helped shape their journey and when asked about the future, they envision the convergence of spa, fitness, and hospitality as a pivotal focus, offering an exciting opportunity for expansion and growth.

While the pandemic season has mostly concluded, its disruptive effects are still being felt around the world by businesses old and new.

While consumers still prioritise wellness services and activities, the business environment remains unpredictable. Economic and political pressures and a shifting labour force continue to create uncertainty throughout the EMEA market.

Come together with W3Spa – a leading industry event hosted by We Work Well – and tune in to a live interactive webinar where wellness business luminaries share their plans, vision and strategies to thrive in 2023.

Scheduled for 11am EST (5pm CET, 8am PST) on 25 January, The Business of Wellness: Navigating The Road Ahead discussion will feature a panel of specialists including Emlyn Brown – global vice president of well-being at Accor, Kent Richards – corporate operations director at Six Senses Hotels Resorts Spas and Sara Codner – senior director of spa and wellness at Mandarin Oriental Hotel Group.

Click here to register for the free webinar led by industry figure Lisa Starr and her esteemed panellists for a discussion on the business of wellness and navigating the road ahead.